Writing for the web requires special techniques and practices. How-to and best practices.
The federal government’s Plain Language Guidelines cover many techniques for clear, efficient, effective writing. You may find them useful in writing your web content.
For advice on writing for the web, refer especially to the fourth chapter, “Writing for the web,” pages 89-99. Chapter 3, “Write your document,” pages 17-88, includes many excellent techniques for writing clearly and efficiently.